Retail chain IKI in Lithuania wanted to become the top-of-mind retailer for families with kids, a customer group, which prioritizes healthy eating. The aim was to do it by creating a new tradition – having greenhouses in Lithuanian kindergartens. The challenge was to convince mums and dads, and also the kindergartens themselves, that these greenhouses were really needed. To make them appreciate the initiative and actively take part in it!

Show the clear evidence that today children are strangers with vegetables.

Real Lithuanian children were invited to play a social experiment, which revealed that children today know very little about vegetables.

Two-thirds of all the kindergartens in Lithuania took part in the competition to win the greenhouses. Moreover, online actions created a strong bond between IKI and young Lithuanian families and kindergartens, as well as set up the new tradition of greenhouses in country’s kindergartens.